Paid Acquisition Plan Skill

Paid acquisition is buying customers — it only works if you buy them for less than they're worth, and most plans skip that math. This skill starts from the unit economics (CAC ceiling from LTV and payback), then allocates budget, structures testing, and sets the rules for when to scale a channel and when to kill it.

Required Inputs

Ask for these only if they aren't already provided:

• Economics — average revenue/LTV per customer, gross margin, and acceptable payback period.
• Current state — channels running, current CAC and volume (or that you're starting cold).
• Budget & goal — monthly budget and the target (new customers, pipeline, signups).
• Offer & assets — what you're advertising and the creative/landing pages available.

Output Format

Paid Acquisition Plan: [product]

1. Economic guardrails — derive the max allowable CAC from LTV × margin ÷ payback target; state the target ROAS and the blended CAC ceiling. Every channel decision flows from this.

2. Channel allocation — a table; weight toward intent and proven channels, reserve a test budget for new ones.

Channel	Role (intent vs. demand-gen)	Budget %	Target CAC	Why

3. Account & campaign structure — how campaigns/ad sets are organised (by intent, audience, or product), and the budgeting method (e.g. consolidated vs. granular).

4. Creative testing plan — the testing cadence, what varies (hook, format, offer, audience), how many concepts per cycle, and the decision rule for a winner. Creative is the biggest lever in modern paid — treat it as the experiment.

5. Measurement — conversion tracking, the attribution approach and its limits, incrementality testing (geo holdout / lift) for channels that claim credit they didn't earn.

6. Scale & kill rules — the metric thresholds to increase budget on a winner and to cut a loser, and how fast to move (avoid thrashing the learning phase).